Customer engagement is not a good metric

Good piece by Gerry McGovern on designing for tasks not engagement. Money quote: “Traditional marketing is about getting attention but online marketing is about giving it.” I don’t agree with Gerry’s conclusion that engagement is a bad metric…it depends on what you define as engagement. If reading marketing copy = engagement, then yeah, that’s a bad metric. If purchasing products = engagement, then it’s probably a good one.

Published: December 3rd, 2012